Muslim consumers want luxury. They just can’t find it
To receive the Vogue Business newsletter, register here.
When modest fashion landed on catwalks around the world in 2018, it seemed like a turning point in fashion. Finally, the brands were ready to welcome modest consumers. Three years later, however, progress has been slower than expected and luxury brands are failing to reach Muslim consumers.
For TikTok influencer Maha Gondal, finding high-end brands that design modest clothing is a constant challenge. The 25-year-old has made the decision not to shop at big luxury brands, turning to independent designers like Daily Paper and Louella. “It’s really hard to shop as a Muslim,” she says. “I think luxury homes are really lacking – yes, they are diversifying and trying to be more inclusive, but they are still very limited by Muslims.”
The modest fashion market is growing, offering plenty of opportunities for luxury brands – after all, there are over 1.8 billion Muslims. It encompasses consumers who choose to dress modestly for religious and cultural reasons to those who do so for stylistic choices. According to State of the World Islamic Economy Report 2020/21, the modest fashion industry is valued at $ 277 billion and is expected to reach $ 311 billion by 2024. The largest modest fashion markets are Iran, Turkey and Saudi Arabia, with strong growth forecast for countries like Indonesia.
This opens up new frontiers for luxury brands. “Kuala Lumpur, Malaysia has been identified as a possible new hub for luxury goods. Nigeria also has high potential for luxury goods with its large Muslim population and abundance of wealthy individuals, ”says Aaliya Mia, senior partner at DinarStandard, a strategy, research and advisory firm.